@Jmaguire -
The simplest approach might be to create a "page name" data element that parses the pathname per your requirements.
Maybe start with something like this:
var path = document.location.pathname;
if (path === "/") {
// specify a default value if the path is "/" (assume home page)
path = "homepage";
} else {
// remove leading "/", then replace all remaining "/" with ":"
path = path.replace(/^\//, "").replace(/\//g, ":");
}
return path;
Then, in your rules, reference the data element.